Swatch’s smartwatch will be released in 2015, more than 10 years since its previous failed experience with similar devices, and is expected to integrate various new features including the “usual” fitness functions, among other things.

Specific details aren’t available about the Swatch smartwatch, and it’s not clear what operating system it will run.

However, analysts see Swatch as a vulnerable target for existing smartwatch makers, as the Swiss giant makes 30% of revenue from low- and mid-range brands that retail for roughly the same price of a smartwatch. Exane BNP Paribas thinks that Swatch could lose as much as 10% of sales of entry-level devices and 5% of mid-range brands to competing smartwatches, in the following two years.